BlackBerry invests in Mercedes

We all know that Lewis Hamilton is a big fan of social media, as he regularly posts numerous photos and personal comments. This had created a diplomatic incident within McLaren when he posted confidential telemetry data on Twitter in an attempt to show that he had less efficient equipment than his teammate, Jenson Button.

BlackBerry has been conducting an aggressive communication campaign since it announced on January 30th that the company’s official name, previously Research in Motion, would be replaced by that of its legendary phone among business executives worldwide. The goal is to create a strong enough communication strategy to recover after losing significant market share in smartphones due to the offensive by Apple and Samsung.

In the current agreement with Mercedes, this translates to a massive presence on both the drivers’ suits and the cars. Thus, the logo of the Canadian brand is located just below the title sponsor Petronas, highlighting the importance of its financial contribution. Additionally, the two new partners have decided to collaborate by creating smartphone applications together to get closer to their shared fan base.

Ross Brawn, the director of the German team, explained: « On the day of the launch of our new Silver Arrow, the F1 W04, we are delighted to announce our partnership with BlackBerry. We look forward to adopting the new BlackBerry 10 platform from both an operational and technical perspective while collaborating with the BlackBerry team to bring further mobile innovation to Mercedes AMG Petronas. »

In order to maximize the visibility of this agreement, the two Mercedes drivers, Lewis Hamilton and Nico Rosberg, made extensive use of their BlackBerry 10, the brand’s new touchscreen smartphone, during the presentation of their new car, the F1 W04.

With the participation of www.Racingbusiness.fr